LV='s protection sales have increased by £24m compared to the same time last year, the insurer's Q3 2014 trading statement has shown.
Results for the nine month period from 1 January to 30 September 2014 revealed protection sales reached £170m compared to £146m during the nine months ending 30 September 2013.
Overall the insurer's life business (which is made up of protection, pensions and savings ands investments) has achieved over £400 million of sales in the last three months.
Sales increased in the life business to £1.14bn, an increased of £100m compared to the previous year.
The insurer's life sales overtook general insurance (GI) sales (£1.08bn) for the first time.
Richard Rowney managing director of the life and pensions business at LV= said: "We're happy with the quarter we've had in protection sales - they have increased by over 16%, across the piece. We're seeing that growth in all our products but the main focus for us in this quarter has been on income protection. We've had proposition changes and opened up relationships with new distributors off the back of those new propositions.
"We've always been trying to do a strategic shift in making sure we're not just seen as a GI player. We want to present ourselves as a well-balanced growing business. This is just a continuation of the strategy, it's not a conscious choice, it's just a reflection of where we are in the market."
